来源：市场资讯 （来源：伯虎财经） 泡泡玛特刮起潮玩赛道的风还没停止。 9月26日，名创优品旗下潮玩品牌TOP TOY向港交所递交招股书，正式冲击港股主板上市，计划募资约 3亿美元。公司称，募资的主要用途为丰富IP矩阵、深化全球市场全渠道布局、品牌营销、提升数字化 能力等。 在潮玩行业，TOP TOY是典型的 "晚到者。泡泡玛特、卡游、布鲁可、52TOYS,分别创立于2010年、 2011年、2014年和2015年，而TOP TOY，2020年才开出第一家门店。 但它的增速却不容小觑—— 尽管与行业头部的泡泡玛特仍有差距，但 "中国规模最大、增速最快的潮玩 集合品牌"（泡泡玛特所属品类为 "自有品牌零售商"，二者定位有差异）的标签，已凸显其市场想象空 间。 TOP TOY一路向前 TOP TOY成立于2020年，主要售卖自有IP、授权IP、他牌IP的产品，品类涵盖手办、3D拼装模型、搪 胶毛绒等。 公司旗下拥有17项自有IP，包括卷卷羊、大力招财、尼尼莫等；此外公司还与三丽鸥、米老鼠等经典IP 建立合作授权关系，借助成熟 IP 的粉丝基础快速打开市场。 据招股书披露，2024 年 TOP TOY GMV 达 ...

研究员：汤秀洁 事项： 公司发布2025 年中报：2025 年上半年公司实现收入93.9 亿元，同比+21.1%；归母净利润9.1 亿元，同 比-22.6%；经调整净利润12.8 亿元，同比+3.0%。 评论： 机构：华创证券 渠道组合变化带动毛利率提升，海外直营店扩张致利润率略下滑。25H1 公司毛利率44.3%，同比提升 0.6pp，主要系海外市场收入占比提升、产品组合转向盈利能力更高的产品、TOP TOY 的毛利率提升所 致。25H1 公司销售费用同比增长43.3%，主要原因是公司在美国等战略性海外市场对直营门店的投 入，带动净利率同比下滑5.5pp 至9.6%。 发力自有IP，开启潮玩新篇章。IP 战略是名创优品实现品牌升级、提升产品毛利的核心，公司目前正 从依赖外部授权IP 向"授权+自有"双轮驱动进行升级，构建更深的护城河。公司首批签约了9 位潮玩艺 术家，开启了名创优品潮玩板块新篇章。 投资建议：公司主业经营拐点显现，海外市场和TOP TOY 仍处于高增阶段，同时永辉超市对公司利润 的拖累预计将主要体现在2025 年，2026 年之后将逐步贡献正向业绩。考虑到同店略承压和永辉超市投 资收益影响， ...

其实市场对此早有预期。今年6月，名创优品公开回应了TOP TOY上市传闻，称正对该业务拆分上市可能性进行初步评估；7月，TOP TOY完成约4.27亿 元人民币的A轮融资。种种迹象表明，公司正在全力押注潮玩这一高速成长的赛道。 近年来，潮玩市场持续升温，泡泡玛特已经在港股市场创造了上市神话，后有52TOYS、布鲁可等品牌争相突围，TOP TOY的加入将让这场资本角逐变得 更具看点。一方面，背靠名创优品，又抓住了情绪经济带来的消费红利，TOP TOY的上市似乎水到渠成；另一方面，面对泡泡玛特的断层式领先，同类 品牌都面临自有IP的严峻考验。 作为后起之秀，TOP TOY能否打造出属于自己的"LABUBU"？ 「核心提示」 潮玩赛道的下一个"LABUBU"，究竟会诞生在哪里？ 9月26日，名创优品旗下潮玩品牌TOP TOY向港交所递出首份招股书，正式启动IPO进程。作为一个成立仅五年的品牌，TOP TOY距离创始人叶国富在 2022年提出的"三年内实现单独上市"的目标，已然一步之遥。 TOP TOY的"速成"与隐忧 今年以来，国内潮玩品牌争相加速资本化步伐。被称为"中国版乐高"的布鲁可1月登陆港交所，首日股价大涨 ...

潮玩资本热潮持续，又一家公司要赴港上市。 近日，名创优品集团旗下潮玩品牌TOP TOY International Group Limited（下称 "TOP TOY"）正式向港 交所递交上市申请，摩根大通、瑞银集团及中信证券共同担任联席保荐人。 名创优品在同日公告中确认了此次分拆上市建议，并指出，TOP TOY分拆完成后仍将是名创优品的附 属公司。 来源：市场资讯 今年3月，市场首次传出TOP TOY计划上市的消息，到如今正式递交招股书仅过去三个多月。名创优品 创始人叶国富曾在2022年7月就公开表示过，希望TOP TOY能在3年内单独上市。 今年是潮玩消费大年，泡泡玛特市值飙升、卡游也已递交招股书。业内人士认为，若TOP TOY成功上 市，有机会以潮玩企业身份获得更高估值溢价。 自有IP影响力不足 TOP TOY成立于2020年12月，按照弗若斯特沙利文的数据，其是中国规模最大、增速最快的潮玩合集 品牌，2024年公司GMV为24亿元。 谈到潮玩，大多数消费者首先想到的是泡泡玛特。 两者的区别在于，TOP TOY像是一个集市，售卖来自四面八方的IP玩具手办；泡泡玛特则更有品牌属 性，有能力自己孵化出Mol ...

近日，名创优品集团旗下潮玩品牌TOP TOY International Group Limited（下称 "TOP TOY"）正式向港 交所递交上市申请，摩根大通、瑞银集团及中信证券共同担任联席保荐人。 名创优品在同日公告中确认了此次分拆上市建议，并指出，TOP TOY分拆完成后仍将是名创优品的附 属公司。 今年3月，市场首次传出TOP TOY计划上市的消息，到如今正式递交招股书仅过去三个多月。名创优品 创始人叶国富曾在2022年7月就公开表示过，希望TOP TOY能在3年内单独上市。 今年是潮玩消费大年，泡泡玛特市值飙升、卡游也已递交招股书。业内人士认为，若TOP TOY成功上 市，有机会以潮玩企业身份获得更高估值溢价。 自有IP影响力不足 TOP TOY成立于2020年12月，按照弗若斯特沙利文的数据，其是中国规模最大、增速最快的潮玩合集 品牌，2024年公司GMV为24亿元。 谈到潮玩，大多数消费者首先想到的是泡泡玛特。 两者的区别在于，TOP TOY像是一个集市，售卖来自四面八方的IP玩具手办；泡泡玛特则更有品牌属 性，有能力自己孵化出Molly、小野、Labubu等人气IP，且门店都是直营店，希望 ...

Investment Rating - The investment rating for the company is "Buy" and is maintained [6]. Core Insights - In Q2 2025, the company achieved revenue of 4.966 billion yuan, representing a year-on-year growth of 23%. However, the net profit attributable to the parent company was 490 million yuan, a decrease of 17% year-on-year. The adjusted net profit was 691 million yuan, reflecting an 11% increase year-on-year [2][4]. Revenue Performance - The company reported that both domestic and U.S. same-store sales have turned positive. As of Q2 2025, the company had 4,305 domestic stores, 3,307 overseas stores, and 293 TOPTOY stores, with a net increase of 30, 94, and 13 stores respectively in the quarter. Domestic same-store sales grew by 14% year-on-year, while overseas and TOPTOY saw increases of 29% and 87% respectively [7]. Profitability Analysis - The decline in net profit was primarily due to losses from Yonghui Supermarket, which amounted to 120 million yuan. Despite this, the adjusted net profit showed a double-digit growth of 11% year-on-year, with a gross margin increase of 0.4 percentage points. The sales and management expense ratios changed by -2.9 and -0.4 percentage points respectively, indicating improved operational efficiency [7]. Strategic Developments - The company has optimized its operations significantly in both domestic and overseas markets. The domestic strategy focuses on transitioning from small to large stores and refining inventory management, which has led to improved same-store sales. The overseas business, particularly in the U.S. and Europe, is expected to continue growing due to enhanced direct operations [7]. Future Outlook - The company is expected to maintain a solid growth trajectory, with projected adjusted net profits of 3.12 billion, 3.73 billion, and 4.28 billion yuan for 2025, 2026, and 2027 respectively. The long-term investment highlights include a stable domestic business foundation, expansion of direct overseas operations, and the development of proprietary IP [7].

Core Viewpoint - Miniso's total revenue reached 9.393 billion yuan, a year-on-year increase of 21.1%, while profit decreased by 23.1%, primarily due to the acquisition of a 29.4% stake in Yonghui Supermarket, which has negatively impacted Miniso's financial performance [2][4]. Group 1: Financial Performance - Miniso's revenue for the period was 9.393 billion yuan, reflecting a 21.1% year-on-year growth [2]. - The company's profit, however, saw a decline of 23.1% during the same period [2]. Group 2: Strategic Direction - CEO Ye Guofu has outlined a new growth strategy for Miniso, focusing on a dual approach of "international IP + self-owned IP" [3][4]. - This strategy is influenced by the success of the IP company Pop Mart, which reported a revenue of 30 billion yuan for the year [4]. Group 3: TOP TOY Brand Performance - TOP TOY, a brand under Miniso, generated 742 million yuan in revenue, marking a 73% increase, driven by rapid growth in the number of stores [5]. - As of mid-2023, TOP TOY had 293 stores, including 10 opened overseas since its international expansion began [5]. - The brand has signed contracts with nine toy artists, with the IP "Youyoujiang" expected to achieve sales of 40 million yuan this year and over 100 million yuan next year [5]. Group 4: Future Plans and Market Position - Miniso is evaluating the potential for a separate listing of its TOP TOY brand, which is still in the early stages of assessment [6]. - If successful, this could position Miniso as a significant player in the blind box market, similar to Pop Mart [7]. - TOP TOY has received new financing led by Temasek, achieving a post-investment valuation of approximately 10 billion HKD [8]. Group 5: Expansion Goals - TOP TOY plans to open over 1,000 stores in 100 key global shopping districts over the next five years, with a target of 50% to 60% year-on-year growth in store numbers by 2025 [8][9]. - The brand aims for overseas sales to account for over 50% of its total sales in the future [9]. Group 6: Challenges Ahead - Despite the ambitious plans, Miniso faces challenges in managing its self-owned IP, as the experience in operating self-owned IP differs significantly from licensing established IPs [10]. - The success of Pop Mart's self-owned IP is attributed to years of experience in nurturing and managing IP, which is a complex process [10].

Core Viewpoint - MINISO has officially entered the competitive market of trendy IP toys, joining the ranks of major players like Pop Mart, driven by the concept of "interest consumption" proposed by its founder Ye Guofu in 2020 [2][3][5] Financial Performance - MINISO's stock price surged over 30% following the release of its financial report, which showed a revenue of 9.393 billion yuan, a year-on-year increase of 21.1%, and an adjusted net profit of 1.278 billion yuan, up 3% [9][10] - The second quarter revenue reached 4.97 billion yuan, a 23.1% increase, exceeding the previous guidance of 18%-21% [9][12] - The gross profit margin improved to 44.3%, up 0.4% year-on-year, attributed to a higher proportion of overseas revenue and optimized IP product structure [12][15] Strategic Initiatives - Ye Guofu announced the signing of nine artist IPs, indicating a dual-driven strategy focusing on both international and proprietary IPs [4][5] - The company aims to enhance its self-owned IP, which is seen as a critical strategy for future growth [5][15] - The TOPTOY brand has shown rapid growth, with second-quarter revenue increasing by 80% to 400 million yuan, and a recent strategic financing round led by Temasek valuing it at approximately 10 billion HKD [7][12] Market Positioning - MINISO's overseas revenue now accounts for 39% of total income, with significant growth in markets like the U.S. and Southeast Asia [9][10] - The company has established over 3,000 overseas stores, positioning itself to capitalize on the global trend of trendy toys [7][10] - The launch of MINISO SPACE in high-end commercial areas like Nanjing Deji Plaza aims to enhance brand visibility and consumer experience [20][22][24] Consumer Engagement - The MINISO SPACE concept integrates high-end commercial spaces with trendy IPs, creating an immersive shopping experience that appeals to younger consumers [24][26] - The store's design and layout focus on interactive and experiential retail, aiming to resonate with the target demographic [24][26]

Core Viewpoint - Miniso aims to enhance its narrative in the trendy toy market by developing its own IP, which is considered a critical strategic move for the company moving forward [1][5]. Group 1: Company Strategy and Performance - Miniso has signed contracts with 9 artists for IP development, indicating a dual-driven strategy of international and proprietary IP [1]. - In the first half of the year, Miniso achieved revenue of 9.393 billion yuan, a year-on-year increase of 21.1%, with adjusted net profit reaching 1.278 billion yuan, up 3% [3]. - The TOPTOY brand has seen rapid growth, with second-quarter revenue increasing by 80% to 400 million yuan, and a recent strategic financing round led by Temasek valued the brand at approximately 10 billion HKD [4]. Group 2: Market Position and Competitive Landscape - Miniso is recognized as a "channel brand" in the IP trendy toy sector, having collaborated with high-profile IPs like Chikawa and Harry Potter to drive product innovation and traffic conversion [6][7]. - The company has experienced a 13 percentage point increase in gross margin over three years due to the premium pricing of IP-related products, although the non-exclusive cooperation model is easily replicable, leading to significant market competition [8]. - Miniso's licensing expenses have increased significantly, with a 31.5% year-on-year rise to 240 million yuan in the first half of the year, which is putting pressure on profits [9]. Group 3: Retail Strategy and Store Performance - The MINISO LAND concept, which serves as a high-end store format, has shown strong performance, with an average monthly sales of 4 million yuan per store, significantly outperforming regular stores [12][13]. - The global flagship MINISO LAND store in Shanghai achieved sales exceeding 100 million yuan within just 9 months of opening [16]. - The company is shifting its strategy to focus on larger stores, with over 200 stores exceeding 400 square meters, contributing significantly to sales despite only representing 5% of total stores [32][33]. Group 4: Future Outlook and Challenges - Miniso's management is optimistic about achieving positive same-store sales growth for the year, having transitioned to positive growth from a decline in the first quarter [35]. - The company plans to slow down its aggressive store opening strategy, reducing the target for new stores in the U.S. to 80, nearly half of the previous year's target, while focusing on densely populated areas to improve operational efficiency [45][46]. - The investment in Yonghui Supermarket has resulted in a 119 million yuan accounting loss, which may continue to pressure Miniso's financial performance in the near term [48].

公司发布 2025 上半年业绩公告。2025H1 公司实现营业收入 93.9 亿元，同比增长 21.06%，实现 净利润 9.06 亿元，同比下滑 23.1%，实现经调整归母净利润 12.8 亿，同比增长 3%。2025Q2 公司 实现营业收入 49.66 亿元，同比增长 23%，实现净利润 4.9 亿元，同比下降 16.67%，实现经调整 净利润 6.9 亿元，同比增长 10.6%。调整项主要包含收购永辉股权的银行贷款的利息开支、与股 票挂钩证券有关的利息开支以及分占永辉亏损等。 ► 25Q2 收入增长环比提速，国内及海外同店持续向好 证券研究报告|港股公司点评报告 [Table_Date] 2025 年 08 月 25 日 [Table_Title] Q2 盈利能力环比改善，发力自有 IP 矩阵 [Table_Title2] 名创优品(9896.HK) | [Table_DataInfo] 评级： | 增持 | 股票代码： | 9896 | | --- | --- | --- | --- | | 上次评级： | 增持 | 52 周最高价/最低价(港元)： | 51.05/25.05 | | 目标价格(港元 ...